Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business (Hardcover)

~ (Author), Mark Schumann (Author) "We, the authors, are brand dependent..." (more)
Key Phrases: employer brand, brand articulates, brand from the inside, Eric Jackson, Libby Hutchison, Whole Foods (more...)

Editorial Reviews

Review

"These days the claim that 'Our People Are Our Greatest Asset' has replaced 'The Customer Is Always Right' as the corporate slogan that is easiest to agree with yet hardest to put into practice. If you want to learn what it really means, you must read this book."
—Marcus Buckingham,independent consultant; former senior consultant, The Gallup Organization; and author

"Eight out of ten companies do not do what this book recommends. The 20 percent who do are the most admired market leaders. It is impossible to do justice to the value this book offers in a sentence or two. You must--repeat, must¾read it."
—Dr. Jac Fitz-Enz, founder and CEO, Human Capital Source; senior editor, Human Capital Magazine; author and pioneer in the field of human capital benchmarking

"At last, Mark Schumann and Libby Sartain have gotten the issue of branding right for the rest of us. No brand is any better than the willingness and inclination of employees to deliver on the brand’s promise. Delivering the brand from the inside out is the only strategy that works. Anyone interested in branding must read this important how-to book!"
—Roger D’Aprix, author, Communicating for Change: Connecting the Workplace with the Marketplace

"Employment branding is on the frontier of strategic HR thinking because no other 'people strategy' has a greater long-term impact on recruiting and retention. This book should just be called 'the answer,' because it provides a compelling case as well as the required steps for utilizing internal employment branding to emotionally tie workers to their employer. It is simply the best book on internal employee branding, period!"
—Dr. John Sullivan, professor of management, San Francisco State University; and author

"This is an important book about how branding is changing throughout our new wired world. It gives you a sneak peek at how to engineer strong inside brands. From marketing to all-points-leadership, this book is a map to future corporate value."
—Tim Sanders, author, The Likeability Factor

Product Description

In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business—ensuring consistent authenticity, substance, and voice throughout the business—any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people.

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Product Details

• Hardcover: 272 pages
• Publisher: Jossey-Bass; 1 edition (April 14, 2006)
• Language: English
• ISBN-10: 0787981893
• ISBN-13: 978-0787981891
• Product Dimensions: 9 x 6.2 x 1.1 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #131,185 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

4.0 out of 5 stars A Perfect Title for the Right Brand Strategy, January 21, 2008

By	Rex Whisman "brandchampionsblog.com" (Denver, CO USA) - See all my reviews (REAL NAME)

This is one of the premier books on brand development. The authors are spot on in advocating that brands are most effective when built from the inside out. If we do not engage our employees in the procees and get their buy-in we do not have a brand. Too often brand development is a communications and marketing effort. We need to make sure that we include HR as our brand partners, or brand leaders. There is a reason why Southwest Airlines is traditionally one of the first companies that comes to mind when we think of a case study in branding, and why it is consistently profitable. If I am not mistaken, it is the only US airline to be profitable each year since 9/11. I have seen Libby present before and she is one of the real pros in branding.

4 of 5 people found the following review helpful:

4.0 out of 5 stars Internal marketing with an HR twist, August 7, 2006

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

This predictable book on branding has a slight twist: aim your branding efforts at your employees as well as at your customers. Simple enough. Authors Libby Sartain and Mark Schumann have boiled employer branding down to eight essentials. Generally, they focus on their core concept with a positive orientation toward employees, although their lists, checklists and lists within lists do get repetitive. Maybe all those lists are intended to help the staff in human resources, where they place much of the responsibility for internal branding. We recommend this book to branding and internal marketing newcomers who want a rundown of the basics, and to human resource professionals who may need to learn about marketing to harness the impact of internal branding.